Key takeaways on Nala’s Baby collaboration with PAW Patrol
- Nala’s Baby has launched a co‑branded Strawberry Springs range with PAW Patrol as part of a wider strategic push into culturally relevant partnerships.
- The 99% natural, vegan‑friendly brand has seen rapid UK growth, multiple awards and strong supermarket distribution.
- The collaboration aligns with broader beauty trends, as entertainment‑led licensing continues to drive consumer engagement and retail success.
- Nala’s Baby partners with PAW Patrol on natural skin care collaboration as it expands culturally relevant partnerships.
UK‑based natural baby skin care brand Nala’s Baby has partnered with preschool brand PAW Patrol to boost its profile.
Its co‑branded Strawberry Springs range will feature the famous pups on packaging across selected products, as the business enters a new phase of strategic, culturally relevant brand partnerships.
Natural positioning continues to drive UK baby care growth
The brand says it is the UK’s only mainstream 99% natural, vegan‑friendly skin and hair care line for children, with a mission to create everyday baby cosmetics that are free from potentially harmful or toxic ingredients for families. It has resonated strongly with parents and has won multiple awards, including The Mother & Baby Gold Award four years in a row.
The collaboration is well‑timed, ahead of the release of a new PAW Patrol feature film later this year, and the launch of the UK’s first PAW Patrol‑themed land at Chessington World of Adventures Resort this summer.
Co‑founded by rapper Casyo “Krept” Johnson, Nala’s Baby launched only a few years ago as he searched for a natural solution to treat his newborn daughter’s eczema.
“This partnership marks a really exciting moment for Nala’s Baby,” says Casyo “Krept” Johnson, CEO of Nala’s Baby. “As a brand built on trust with parents, collaborating with PAW Patrol allows us to bring together characters families know and love with the gentle, natural skincare parents already rely on from us.”
The PAW Patrol collaboration builds on Nala’s Baby’s growing track record of high‑profile partnerships, following its Disney Mufasa: The Lion King limited‑edition range in 2024, and reflects the brand’s position as a serious force in UK consumer goods.
The brand looks poised for further growth and has already been recognised as a Top 10 company in The Sunday Times 100 – Britain’s fastest‑growing private companies league table.
It claims it is now forecast to command more than 10% of the total UK baby toiletries market and sells one bottle every 11 seconds. It is stocked in all major UK supermarkets and is ranked among Boots’ top four selling baby skin care brands nationally.
Licensing is a major sales driver in beauty
The industry is currently witnessing a surge of beauty brand collaborations with non‑beauty franchises. According to Laura Freedman‑Dagg, head of retail at Brand Licensing Europe, licensing in cosmetics is a “natural success story” due to the strong sense of identity linked to fandom.
“Consumers want to express their love for brands they’re fans of, and if that’s done in a creative, colourful way – or with a story or attitude attached – it can be a strong proposition at retail,” she said.
Beauty collaborations frequently involve an entertainment brand partnering with a cosmetics manufacturer to create a fresh proposition. From Katseye’s Lip Glaze collab with Glossier, to Fenty Beauty’s range inspired by Smurfette, to personal care brand Wild’s partnership with children’s book hero Paddington Bear, these tie‑ups continue to show strong commercial appeal.